ICICI BANK

By JANAGARAJ KUMAR - 05 (IIPM) UDAYA SHANKAR - 09 (ISBE) RAHMANRAZIK - 14 (IIPM)

CONCEPTUAL LEVEL
CUSTOMER BENEFIT CONCEPT:

- Safety, reliability, credibility, infrastructure,

convenience
SERVICE CONCEPT:

- financial services
SERVICE OFFER

- Savings, Fixed, Current, Recurring, loans, investment, NRI banking etc.

 SERVICE FORM:

- ATM Cards, Credit Cards, Locker

facility, internet banking etc.
SERVICE DELIVERY:

- Air conditioner, chairs, enquiry,

number of branches.

SERVICE MARKETING:

7 Ps
PRODUCT:
- Deposit, Investments, Anywhere Banking, Loans, Cards, Demat Services, Mobile Banking, NRI Services, VOSTRO

PRICE: - Penetrative pricing aimed at achieving large market share - Price leader in retail banking product - Aggressive pricing facilitated through low cost of fund acquisition PLACE: - Concentrated on Tier 1 & Tier 2 Cities - More than 1500 branches and 4700 ATMs in India and felt its presence in 18 countries

 PROMOTION:

- Advertising through TV, Radios, Internet,

Mobiles, newspaper, magazines, - Sales promotion by gifts, discount, incentives etc
PEOPLE:

- Management, knowledgeable employees, customers,

 PHYSICAL EVIDENCE:

PERIPHERAL EVIDENCE:- Cheque book, pass book, Credit cards, ATMs ESSENTIAL EVIDENCE:- reports, brochures,

employees dress code, web pages, building itself,

furniture's and other tangibles etc

 PROCESS:

- LINE OPERATIONS - POSSESSION PROCESSING

SERVICE ENCOUNTER
Medium contact

Low contact

SERVICE OPERATION:
Hard working employees Strong money base Widespread of branches Good customer service

SERVICE DELIVERY:

SERVICE TRIANGLE

INTERNAL MARKETING
Periodic training will be given to the employees

Six Sigma initiative has been undertaken

It encourages cross-functional movement,

enriching employees knowledge and experience

and giving them a clear view of the company and ensures that every employee has control over the FUNCTIONAL QUALITY

EXTERNAL MARKETING
Advertising: Television, radio, movies, theatres
Print media: hoardings, newspaper, magazines Publicity

: road shows, campus visits, Sponsorship Sales promotion: gifts, discount and commission, incentives,etc. Personal selling: Cross-sale (selling at competitors place),personalized service Telemarketing: ICICI one source Call center (mind space)

MANAGING COMPETATIVE DIFFERENTIATION

DIFFERENTIATED OFFER:

- exciting offers and savings in dining, shopping and travel. These offers is specially for ICICI Bank card holders( platinum card holder, Bank Ascent American Express)
DIFFERENTIATED DELIVERY:

- Door step banking - 24 hours phone banking and customer care - Sunday banking in 12 branches in India

TOTAL PRODUCT CONCEPT

POTENTIAL PRODUCT:

- retail banking, commercial banking, NOSTRO Account etc AUGUMENTED PRODUCT: - Sunday banking, weekly offers, ICICI young stars EXPECTED PRODUCT: - Deposit, Investments, Loans, Cheque,

DD, ATM Cards GENITIC PRODUCT: - accepting deposits and lending loans

PRICING OBJECTIVES

Value based pricing Competition based pricing Product based pricing

ATTRIBUTES
SEARCH ATTRIBUTES

- Loans, interest rates, deposits,

EXPERIENCE ATTRIBUTES:

- Acquisition and mergers advisory, branch free banking

CREDENCE ATTRIBUTES:

- Mutual funds, current account services

 HYGIENE FACTORS:

- Infrastructure, cheque books, different kinds of accounts, providing loans, investment, security, etc.
PARITY FACTORS:

- Debit and Credit cards, Demat account, online banking, 24 hours customer care services, mobile banking, etc.

 SUPERORITY FACTORS:

- monsoon masti, ICICI young dream, Sunday banking, ICICI foundations( speak for smiles).

- offer zone, deals of the week

THANK YOU